As for DLC like Map packs or major story add-ons (Fallout, Mass Effect) I can totally justify $10-15 every month or two. If it keeps me coming back and wanting more, more power to them.

When a company is talking about DLC before a game is even released they are obviously holding back content just so they can milk the player base even more.
This is a disturbing trend that is happening more and more and people just accept it.
Releasing DLC is fine but it should be months down the road. IF a DLC comes out the day/week/month of a new games release that's a rip off.